All publicity is good publicity, darling. Right? Wrong.
This is a commonly held misconception about public relations, made infamous by the likes of Absolutely Fabulous and other big screen send ups of PR agencies.
But in the real world, PR is about stakeholder relationship building, strategic communication and reputation management.
If you don’t understand the value of public relations in the modern business environment, you’re playing a game of chance with your reputation.
Reality check these common myths to make sure you’re not at risk of a PR blind spot.
Myth #1: You don’t need a media team if you’ve got Chat GPT
Media relations is about much more than churning out clearly written media releases. Sure, Chat GPT can pump out some clever writing these days, but it can also spin you into a PR nightmare if you don’t understand the media landscape in which your media release will land. Building relationships with key journalists is vital to securing fair and accurate coverage of your organisation. A good media team will know which reporters can have the greatest influence on your media coverage and can support you to build solid relationships based on facts.
Myth #2: PR is only focused on traditional media headlines
The PR industry was built on a foundation of grabbing great media headlines for clients. As the media landscape has changed dramatically so too has PR. A modern strategic communication strategy needs to consider earned, owned and paid channels. PR and Marketing teams will often work hand-in-hand to ensure message consistency across all channels. Great PR opportunities delivered through earned or owned channels can also be leveraged in paid ads, and vice versa. Integration is key.
Myth #3: PR is all about wining and dining
If only that were true! But it’s not the restaurant and wine list that matters when it comes to strategic stakeholder engagement. It’s all about identifying who could help or hinder your goals and developing engagement plans that are fit for purpose. In some circumstances, a formal business lunch may be an appropriate setting for a critical conversation. But if you’re progressing a community consultation agenda you may find a local shopping centre or community hall is a less glamorous but far more effective location for engagement.
Myth #4: You don’t need PR if you can afford paid advertising
PR and advertising work side-by-side but are distinctly different strategies you should use to achieve distinctly different outcomes. Paid advertising gives you control of your message but because you paid for the message it carries less weight than a third-party endorsement achieved through PR. An unpaid, positive endorsement of your product or service from a journalist, influencer or key stakeholder, will carry more weight than a paid ad in the same forum. The key is get the right mix of both: the reach and brand messaging of a paid ad campaign coupled with the credibility and talkability of earned media and endorsements.
Myth #5: A bubbly personality is all it takes to make it in PR
People skills are essential for PR practitioners but critical thinking is the top skill you need to succeed in the profession. Being able to identify risks, opportunities and stakeholder interests requires a high level of business acumen and strategic insight. That’s where critical thinking is key. Those interested in the profession should also possess the interpersonal skills to engage with a wide range of audiences: clients, communities, media and dignitaries. Last but not least, despite the advent of AI, writing skills also remain a core competency.
Think you may be at risk of underinvesting in your reputation? BBS can help you address your PR blind spots. We’re experts in reputation management. Learn more about our areas of expertise and how we can help you.
